Lactalis McLelland launches ‘smoothsational’ media campaign

Woman eating toastie

Lactalis McLelland has launched a wide-reaching summer media campaign, running until September, to support its Seriously cheddar brand.

‘There’s cheddar, then there’s Seriously’ kicked-off last week with video-on-demand and social media activity featuring new creative copy showcasing the brand’s distinctive taste.

The new campaign includes three ads, each promoting a different Seriously Cheddar maturity. Each represents a cheese ‘epiphany’ moment, showing a family’s reaction to the taste of Seriously cheddar for the first time. The Seriously Creamy Mature Cheddar ad shows a mum relishing the first bite of a cheese toastie accompanied by the words: “There’s so-so cheese toasties, then there’s Seriously Smoothsational cheese toasties”.

The second and third ads highlight Seriously Strong Extra Mature Cheddar and new Seriously Creamy Medium Cheddar.

The video-on-demand and social media activity is complemented by a national outdoor advertising campaign. In-store activation takes place throughout June and July. The campaign is expected to be seen by 97% of the brand’s key target audience of housewives with children.

“Having recently relaunched the Seriously brand, now is the perfect time to remind consumers about its fantastic taste credentials,” said Mike Chatters, Sales Director for Lactalis McLelland.